This article demonstrates in detail how the British government, the Office of Communications and The Authority for Television on Demand have interpreted the requirement in the European Union's Audio Visual Media Services Directive that any material on video-on-demand services which might seriously impair the physical, mental or moral development of minors must be made available only in a way that ensures minors will not normally hear or see it. By EU standards, the approach adopted has been a strict one, raising questions about whether the UK authorities have gone beyond the requirements of the Directive, and thus whether their policies need underpinning by new legislation at the national level. This in turn poses further questions about the desirability of such legislation, its compatibility with Article 10 of the European Convention on Human Rights, the advisability of driving abroad the providers of ‘adult’ on-demand services, and the practicability of attempting to regulate transnational media traffic in an increasingly online world where standards of acceptability vary widely from one country to another.